Pinto, Diego CostaNaranjo-Zolotov, Mijail JuanovichAgostinho, Inês Sequeira2024-02-162024-02-162024-01-29http://hdl.handle.net/10362/163669Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsInfluencer marketing is identified as a significant digital marketing practice, particularly on Instagram. However, the emergence of fake influencers, controlled by Artificial Intelligence, is transforming the landscape of influencer marketing. In this sense, this study begins by highlighting the growing popularity of Instagram, as well as the various dimensions of fakeness that underlie it. In addition, this study also aims to understand users' perceptions of these new types of influencers and how they impact their behaviour in terms of following and purchases. The methodology approach, which involves a quantitative study using surveys of Instagram users and influencers' followers, indicates that when users perceive an influencer as fake, this affects not only their following preference, but also their purchase intention. In addition, it can be seen that although influencer warmth has an influence on the desire to follow, it does not have an influence on the intention to buy a product. Overall, the study contributes to understanding the limits and perceptions of fake influencers in the digital marketing landscape.engSocial MediaInfluencer MarketingFake InfluencersInstagramFakemaster thesis203518535